Campaign details
Brand: IncomeBrand owner: IncomeLead agency: BBH Asia Pacific Country: SingaporeIndustries: InsuranceMedia channels: Cinema, Online display, Online video, Outdoor, out-of-home, Social media ,Television, Websites & micrositesBudget: Up to 500k
Executive summary
Selling retirement plans to twenty-somethings. Surely this was doomed to fail?
Retirement is the last thing on young Singaporeans' minds, with three out of four intending to start saving for it only at age 38. This paper is about why the opposite is true, if one is willing to break some long-held conventions.
Singaporean insurer, Income, did...